The new global slogan for the Mondelez-owned brand bears a resemblance to Coca-Cola’s new strapline, ‘Taste the feeling’, which went live earlier this year.
The 30-second ad for Dairy Milk has launched on YouTube, and viewers are encouraged to share it using the hashtag #TastesLikeThisFeels.
Cadbury has produced three new TV ads. The one with the aforementioned bear trying to relieve himself of an itch will be succeeded by two further executions, with each aimed at conveying the concept of 'Taste like this feels'.
Other marketing will span multimedia advertising, brand partnerships, social and experiential activity.